Seasonal offer first

The pattern

This commercial ad is filed under Seasonal offer first.

Define

The season is the offer. National Day, back-to-school, Hajj travel, White Friday. The calendar leads. The SKU follows.

Mechanism

Occasion-first merchandising. When the market is already shopping, burying the number loses to whoever puts 30% in the first line.

Verdict

A real regional occasion will move the category

Why it works

Naming the festival on a shopping bag makes the occasion the headline and lets the retailer borrow the event's scale. The iPhone 7 gets no discount at all, just a price ladder by storage, so its role is to draw the reader in while the Huawei at 270 off and the free selfie stick carry the deal.

The big idea

Carrefour hangs its year-end flyer on a national shopping event, the Saudi Shopping Festival, and leads with the iPhone 7 priced in all three storage sizes.

The offer

Festival prices, 21 December 2016 to 3 January 2017: iPhone 7 from 2599 SAR (32GB) to 3399 (256GB), Samsung 40-inch TV 999, Huawei P8 Gold 999 with free selfie stick, iPad mini 2 949.

The proof

Old prices beside new ones on three items: Huawei P8 1269 to 999 (save 270), Samsung TV 1099 to 999, iPad mini 2 999 to 949, with specs listed per device.

Lines from the ad

المهرجان السعودي للتسوق

The Saudi Shopping Festival

Steal this when

When a national or city-wide shopping event is running and a retailer wants its offers read as part of it.